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Large telecom sorts through complex brand integration issues

Electric Lightwave was a privately owned provider of fiber-based, carrier-grade networking, communications and technology solutions headquartered in Vancouver, Washington. The company was organized into two divisions: Integra served the SMB market and Electric Lightwave served the enterprise market. The company was acquired in 2017 by Zayo for $1.4 billion.


brand integration

The company changed its name to Electric Lightwave to position for growth in the enterprise market, but had kept the old company name for one division. Both business units used the same technology infrastructure to provide similar services resulting in internal and external confusion about what all the brands meant. I was hired to explore brand architecture options that would clarify the role of each brand and align them with the business strategy for addressing the two markets.


The name change and business unit brands were creating a ton of confusion in the market, which directly impacted our business. Grant helped us sort through some very complex issues and distill them down to clear solutions.
— Patrick Dailey, Product Marketing

Work product

  • Competitive analysis

  • Brand architecture options and rationale